As sports sponsorships evolve, so will their creative activations. Logo rights are no longer the main focus, but it is how you bring your brand to life around your sponsorship. Heineken’s public “Umpire Chair Silence Challenge” strengthens its partnership with the US OPEN. The brand comes alive by highlighting and creating an experience to “Silence” a crowd. It is a unique aspect of the sport which few master. In their marketing stunt, the reward for success is tickets to the US OPEN.

Brands are extensions and should be touched, experienced, felt and consumed by fans. Those brands such as Heineken who form bonds and lasting memories will capture share of throat.